And good on them. I have no issues with principals. My point is most people don't evidence them, they just talk about them.
Well that's usually when it takes effort. Now if you had to go to a different shop out of your way to get a rival brand I'd agree with you. But picking up Wilkinson's rather than Gillettes is effortless. I mean the only reason to buy Gillettes over similar products is branding - razors are a commodity item. Branding which Gillettes seem to have just damaged with their misplaced hectoring and condescension.